New data released by the Advertising Association and WARC shows a 4.8% increase from last year’s record spend of £9bn and demonstrates the continued importance of advertising to the economy during the festive period.

Further research conducted by the Advertising Association for this year’s Christmas advertising season revealed nearly half (48%) of all adults credit Christmas ads with helping to spark gift ideas, while 70% of young adults (25-34) find Christmas ads to be the ultimate festive mood booster.

Sharon Lloyd Barnes, Commercial Director, Advertising Association, said: “Christmas advertising is an integral part of the festive season. From offering gift ideas to inspiring holiday cheer, the annual display of brand creativity consistently entertains and warms hearts. One of advertising’s major roles is to help people choose between products and services. Whether it’s an outdoor ad for a local Christmas fair, or a big budget campaign for a high street brand, advertising is there to help people know about the options available to them.”

Matt Bourn, Communications Director, Advertising Association, said: “Christmas advertising is essential to attracting customers, helping to inspire ways people can enjoy the festive season and supporting jobs across the UK. The ads we will see this year will be among top contenders for some of the best ads worldwide, going onto win awards and reinforcing the UK’s position as a global hub for advertising, creativity, and storytelling.”